Audio Technica on 25th September announced 4 new headphones and a new distributor for the consumer segment products in India. The new headphones announced are the ATH-ANC series, the ATH-ADX5000 and the flagship ATH-MSR37. Audio Technica has also appointed KEI Hi-Fi as their consumer category product distributor for India.

ATH-ANC Series

ATH-ANC series

Audio Technica has announced three new headphones in the ATH-ANC series, the in-ear ATH-ANC40BT, and ATH-ANC50iS and ATH-ANC70 over-ear headphones. The ANC in the name stands for Active Noise Cancelation and all the three headphones feature QuietPoint active
noise-cancelation. The ANC40BT are in-ear type headphones, up to 90% noise-cancellation, and 8 hours of battery life. If you do manage to run out of battery, the earphones will work as wired earphones thanks to the 1.2 meter long cable provided by the company. The ATH-ANC50iS provides up to 87% noise cancellation and features an in-line microphone and controller for answering calls and controlling music. The headphones feature a 40mm driver to deliver the sound and just like ANC40BT, will work even if the battery runs out. The ATH-ANC70 provide up to 90% noise-cancelation and have 40mm drivers just like the ANC50iS. The ATH-ANC70 folds flat for storage and comes with a hard-carrying case, a 1/4-inch adapter and airline adapter. The included AAA battery provides up to 40 hours of operation, according to Audio Technica. All the three headphones will be priced in the Rs. 6990 to Rs. 16990 category.

ATH-AR3BT

The new AR3BT over-ear headphones feature NFC for easy pairing and comes in black or white colour finish with gold trim. The headphones have a 40mm driver similar to the ANC series and Audio Technica claims that a top mounted circuit board design allows fluid movement of the diaphragm to minimise distortion. This should result in clear audio output at any volume levels. These headphones are equipped for long listening sessions and feature a 30 hour battery life. Just like the other Bluetooth headphones announced, the AR3BT has a 1.2 meter long cable to listen to music when the battery dies out. The ATH-AR3BT will be available in October 2017, priced at Rs 13,990.

ATH-ADX5000

The ADX5000 has a 58mm driver to deliver the sound. You will need an amplifier or a an amp to experience the full capabilities of these headphones as an average smartphone might not be equipped for a 58mm driver. It has an impedance of 420 ohms and weight around 270 gm. According to Audio Technica, the ATH-ADX5000? s ear pads and headband are wrapped in Alcantara which results in comfortable long-hours of listening sessions.

ATH-MSR7SE

Audio Technica has also announced the blue and gold AT-MSR7 Special Edition headphones. The premium headphones are over-the-ear type and feature the limited edition navy blue finish and gold accent. The technology is inspired by the MSR9 and features the “specially-tuned” 45mm True Motion drivers with a Diamond-like Carbon (DLC) coated diaphragm. Audio-Technica says the limited edition MSR7SE have new pads that are “shaped to boost the lower end Sonics” and will furthermore lead to improved noise isolation.

Audio Technica states that

The ATH-MSR7SE’s high-resolution sonic performance is further enhanced with a new 6N-OFC oxygen-free copper 1.2-metre cable. Offering 99.99997% copper purity, this cable enables a purer audio transmission for increased clarity and accuracy. In addition to the high-grade 6N-OFC cable, those listening on a smartphone can connect a 1.2 metre cable featuring inline controls and a microphone while a 3.0-metre cable with a longer reach for listening at home is also supplied. To keep the headphones pristine in transit a more robust carry case is provided, while all four cables can be stored in a dedicated carry pouch.

Talking about its appointment of KEI Hi-Fi as the consumer category product distributor, Manabu Aoki, Audio Technica Corporation Japan?s General Manger for the International Division said:

India has been a challenging market for our brand in the consumer segment, with it?s vast geography and varied market requirements. This appointment (of KEI Hi-Fi) will aid Audio-Technica in increasing the distribution spread quickly and offer partners and end users the same rich brand experience that Audio-Technica is known for worldwide and enable us to achieve market shares similar to our other export countries

The new line of headphones will be available from October 2017 in India